Royal Enfield opens first exclusive store in Australia

In addition to 25 dealerships across Australia, Royal Enfield has now opened its first exclusive store in Melbourne.

Of late, Royal Enfield has been working relentlessly to strengthen its foothold in overseas market. As part of that, the motorcycle manufacturer has now launched its first exclusive brand store the Down Under. Located in Melbourne, the new Royal Enfield showroom will offer the brand’s motorcycles, apparel and accessories to the Australian enthusiasts.

Royal Enfield currently has 25 dealerships across the continent but the newly opened store is an exclusive outlet. It is spread over an area of 1,655 square feet, and like most of the Royal Enfield stores across India, this one is also built with a similar theme as it features a wall display of a stripped down Royal Enfield Continental GT showcasing the bike’s mechanical components and frame. What’s more, the store will also serve as a meeting point for like-minded motorcycle enthusiasts to have conversations. Apart from that, the Melbourne store is a full aftersales service dealership, too.

Royal Enfield’s Australian range includes the Bullet 500, Classic 500 and 350, Classic Chrome 500, Continental GT, and the Himalayan. Royal Enfield has been selling motorcycles in Australia in partnership with its distributor for the continent - Urban Moto Imports – since 2015.

Commenting on the occasion, Rudratej (Rudy) Singh, President Royal Enfield said, “Australia represents one of the most important matured markets for Royal Enfield and we are already witnessing an upward growth in the market, a testimony to which is the 63% growth we have received in the first three quarters of 2016, compared to same period last year. This growth will be fuelled by our close proximity to the customer through over 25 dealerships across the country, this exclusive brand store and our evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts.”

“Today, Royal Enfield is one of the most profitable automotive brands in the world and we believe that our future growth will come from markets such as Australia with huge potential for our evocative, all purpose, and middle- weight (250-750cc) motorcycles. We want to revolutionize and re-invigorate this mid-size motorcycle market with our aspirational yet accessible range, by building the brand globally through a unique city led strategy that creates aspiration and generates demand across the country. As a part of this ‘city strategy’ we now have 19 exclusive brand (concept) stores outside of India, in nodal cities like Milwaukee, London, Paris, Barcelona, Madrid, Valencia, Bogota, Medellin, Dubai, Jakarta, Bangkok and now in Melbourne, to create a robust eco-system offering a highly differentiated retail experience and aftermarket capabilities, rides and community events and other adjacencies that bring to life the heritage and world of Royal Enfield.”, he added